The Failure of Manufactured Momentum
In 2025, can Hollywood continue with the same old party tricks and expect applause? It’s a question I found myself pondering after stumbling upon an onslaught of post BAFTA social media content where one continuous storyline piqued my interest…and not in a good way.
I don’t usually wade into fandom conversations, but I’ve always had a soft spot for Bridgerton—and Colin and Penelope’s story was my favourite from the books. Beyond that, I’ve kept my distance. I don’t ship actors or keep up with stan drama. But something about this weekend’s BAFTAs, and the very deliberate press rollout that followed, caught my attention. Not just as a viewer, but as someone who’s worked in a corporate public relations adaject role for over a decade and finds the Hollywood machine endlessly fascinating (and completely outdated).
What we’re seeing right now with Luke Newton and Antonia Roumelioti is a textbook example of trying to manufacture momentum when there’s no organic traction to begin with. The cracks are showing.
With every single post and article that popped up on my FYP and Instagram feed these past 48 hours, the more I felt like I had a bad case of deja vu. Did I just read the same headline over and over again? Yes…but from different outlets and yet it all felt the same. Interest piqued.
Clearly the press kit made the following demands:
Couple Focused; Antonia is to be treated in the headlines with the same level of celebrity as Luke
Curated Images - the same set of approved images over and over again
Approved language. We get it, Antonia is “glamorous”
Ah, manufactured momentum, the Hollywood PR machines old faithful approach when you have nothing of substance.
Let’s be honest: Antonia is being positioned as a public figure, but the foundation is incredibly thin. There’s no significant modeling campaign to anchor her in that world. Her dance history, beyond being a teenage contestant on Greece’s Got Talent, hasn’t evolved into any noteworthy professional credits. And as an “influencer,” an angle that feels unconvincing, the aesthetic is curated, sure, but there’s no substance—no strong personal voice, no visible passion, no cultural or philanthropic cause to connect with. The identity being presented is vague, and vague doesn’t hold attention for long. Did it ever?
This isn’t a case of the public being harsh. It’s that there’s nothing anchoring her presence outside of proximity to Luke. And for a rollout to work, there has to be something to build from—an existing spark of interest, a story, something people can latch onto. Right now, that just isn’t there. In PR terms, it’s a classic case of a lack of narrative coherence.
It’s also not helping that the timing feels off. One year out from Bridgerton S3, and Luke’s visibility has been notably muted. While Nicola Coughlan has gone from strength to strength since then, Luke’s career has remained.... steady at best. He’s the only Bridgerton lead with a season of the show not signed to one of the major agencies, and despite being positioned as a romantic lead, his trajectory feels… stalled.
So this moment, framed as a kind of visibility push, doesn’t feel rooted in authentic career growth. Instead, it reads as strategy: tie this reveal to a known milestone, hope for carryover attention. The fact that Nicola’s name had to be threaded into nearly every headline surrounding this weekend’s appearance says a lot - borrowed equity. It suggests his team knows he doesn’t generate enough coverage on his own—and that’s a hard truth, but it’s one the public is picking up on.
Unsurprisingly, the reaction has been indifferent at best. Well until it took a turn for the worse. Take the Entertainment Tonight instagram post. When a media push goes a bit too far, it can lead to consequences. Using Nicola’s name here and sidelining her accomplishments to push a couple narrative, well, it was a choice someone made. A bad one at that. Viewers are seeing through the strategy, and instead of buying in, they’re disengaging. That’s the risk when you try to force relevance without real public demand. If anything, this rollout has highlighted just how little genuine excitement there is around either of them right now.
So the question is: where does this go from here? Because from a PR perspective, you can’t build long-term interest on shallow foundations. At some point, there needs to be actual growth—either from Antonia showing a clearer sense of self, or from Luke stepping into a stronger career phase that doesn’t rely on nostalgia or association.
Until then, this push will likely keep feeling exactly as it does now: calculated, hollow, and a little too late.
